Bob Sugar
Bob Sugar pays homage to a script that ‘swings for the fences’. That’s how Cameron Crowe described writing Jerry Maguire. He was going for the big lines.
![Bob Sugar by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2Fc48279ab804f2a9779c8401fa0ab64a888747f55-3840x2160.jpg%3Fw%3D3840%26h%3D2160&w=3840&q=70)
Self-indulgent typography combines large serif headlines and small widely spaced sans credentials. It's an overdose of pretentious self-confidence that's intended to poke fun because we’re making something that’s beautiful and elegant, but full of shit.
Relax, grab a drink and a bite to eat.
![Call Bob Sugar by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2Ff963f6c193b980223334a89cb5a0a158a503b2c9-3840x2160.png%3Fw%3D3840%26h%3D2160&w=3840&q=70)
![Bob Sugar menu by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2Fa5bc77af7603a6f93a2bd6945451adbadd9fd9c3-3840x2160.jpg%3Fw%3D3840%26h%3D2160&w=3840&q=70)
![Bob Sugar Coasters by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2Fd796b13037d75fa7bed47f58e576433adcd67ab8-2622x1118.png%3Fw%3D2622%26h%3D1118&w=3840&q=70)
![Bob Sugar by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2F6d2f42d32ea2b429ed1d9bb740d80b73c4822e3f-3840x2160.jpg%3Fw%3D3840%26h%3D2160&w=3840&q=70)
![Bob Sugar by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2F11c212ea8c2d8cb11f49edeebc8e17492aa55415-2160x3240.jpg%3Fw%3D2160%26h%3D3240&w=3840&q=70)
![Bob Sugar coasters by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2Fb27b353041d356bd24ebc40df969dd9493dd2a1e-2622x1118.png%3Fw%3D2622%26h%3D1118&w=3840&q=70)
Big 1996 game and polished finishes. Kind of like Instagram circa 2020. It’s B.S. right?
![Bob Sugar table setting](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2F89aedfd77600f52dfc847181e48e971b0a8b4636-3840x2160.jpg%3Fw%3D3840%26h%3D2160&w=3840&q=70)
![Bob Sugar by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2F5bfc674542a8e01570b92a8ed4fc3447f6725eab-3840x2160.jpg%3Fw%3D3840%26h%3D2160&w=3840&q=70)
![You Had Me At Hello - Bob Sugar by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2F2abcde2969933774d441ca808d99c18352380361-3840x2160.jpg%3Fw%3D3840%26h%3D2160&w=3840&q=70)
![Bob Sugar A-Frame by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2Fe30c4d5b801ae9521ab4cf3f0a4dbb4f9448882e-3840x2155.jpg%3Fw%3D3840%26h%3D2155&w=3840&q=70)
![Bob Sugar Drinks by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2F7b05a9aa396ebab778c580acd7e837a54f414497-3840x2160.jpg%3Fw%3D3840%26h%3D2160&w=3840&q=70)
As it turns out, both Jerry and Bob talked big game. They swung for the fences.
![](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2Fd18b086e783a019e8c8840511fe379ddcc1d1ce4-3840x2160.jpg%3Fw%3D3840%26h%3D2160&w=3840&q=70)
![Bob Sugar by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2F0198264c5620f621eac545680e2e3f04bba2f5fa-1333x2000.jpg%3Fw%3D1333%26h%3D2000&w=3840&q=70)
![Bob Sugar Typography by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2Fd7a13c6d12bd7135f6c2fa8a8bdffde13841efb8-2622x724.png%3Fw%3D2622%26h%3D724&w=3840&q=70)
![Bob Sugar Signage by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2F58f90bf2ac34f8b607ed572f79af6f0c2da343eb-3840x2160.jpg%3Fw%3D3840%26h%3D2160&w=3840&q=70)
![Bob Sugar in the weeds by Alter](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fu6h36g9n%2Fproduction%2F08a54aec040aef8727cb992562f98ad8d9243a16-3840x2160.jpg%3Fw%3D3840%26h%3D2160&w=3840&q=70)